In this week's episode of Commerce Today, we explore the transformative impact millennials are having on B2B buying. Host Joshua Warren explores how millennials, now ages 29-44, have become the dominant cohort in B2B purchasing, making up 73% of all B2B buyer roles with 44% as lead decision-makers. Discover the millennial-driven shift towards B2C-style expectations in B2B procurement, including demands for transparent pricing, quick self-service purchasing, and seamless digital experiences. Learn about the rise of self-service research tools, the waning influence of traditional sales tactics, and how B2B brands must adapt to meet these new expectations or risk being left behind, especially with Gen Z entering the scene. Joshua also emphasizes the crucial role of technology, from AI-driven personalization to omnichannel fluidity, and the need for B2B brands to revamp their digital strategies to thrive in this changing landscape. Tune in for insightful tips on how to enhance your B2B e-commerce experience and keep up with the evolving demands of millennial buyers.
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